Shops and Merchandise WA Museum History Department collection. Image copyright WA Museum Image from the Dwyer and McKay photograph collection of the Western Australian Museum History Department. A museum shop can be an integral part of the museum visitor experience. Not only can additional income and revenue be generated for the museum, in addition, the visitor may experience an overall enhancement to their visit by leaving with a memorable souvenir. Purpose Retail operations can provide an environment in which the visitor may gain knowledge and understanding to complement their visit. An outlet may inspire repeat custom or be recognised for its individual appeal. Give yourself the best possible chance for success: Know your customer. Buy merchandise with a link to your museum. Allow families, including children, into the shop. Kids are buyers too. Make sure the shop is well lit. Have a good mix of products to appeal to different types of visitor. Keep merchandise displays tidy. Make sure merchandise can be displayed appropriately. Keep things looking fresh and appealing by changing the display periodically. Consider profitability and profit margin on goods rather than just sales revenue. Set sales goals based on previous average days visitor spending and seek to improve. Do not be a generic souvenir shop. Find a niche and expand on this. Make sure your location is in a high traffic area eg the exit area is best. Values of Retail Operations Provide first-rate visitor experiences to all Strive for excellence in customer service through improved knowledge Work closely with museum and curatorial staff to reflect the diversity of knowledge within the museum and ensure that merchandise can enhance communication of this knowledge Have a range of high quality merchandise that represents the museum appropriately Add to and enhance the museum facilities Provide an environment that showcases local products including art and craft Strive for improvement on all results with commitment to improving visitor satisfaction Develop strong financial planning to ensure long term profitability.